“Give it to me in plain English.” My children are grown now, but when they were
teenagers I can still remember starting conversations with that phrase. As a parent, I wanted a straight explanation. Come to think of it, as a public citizen and
consumer I welcome communications that are clear, simple and jargon-free. It appears that we all do, because in October
2010 the Plain Writing Act was signed into law.
The law requires federal agencies to use plain writing in every covered
document that the agency issues or substantially revises. So what does plain writing look like? Read
for yourself:

Before:

“This program
promotes efficient water use in homes and businesses throughout the country by
offering a simple way to make purchasing decisions that conserve water without
sacrificing quality or product performance.”

After:

“This program
helps homeowners and businesses buy products that use less water without
sacrificing quality or performance.”

“A
word may be a fine-sounding word, of an unusual length, and very imposing from
its learning and novelty, and yet in the connection in which it is introduced,
may be quite pointless and irrelevant.”

William Hazlitt (1778-1830)

Do you think clarity can really be
legislated? The Center for Plain Language, a group that
advocates for clear writing in government documents, released a scorecard this week grading agency progress
towards meeting the requirements. The
results were mixed, but agencies at all levels still have much work ahead of
them.

Does your marketing organization deliver
content in plain language? The term
“plain writing” means writing that the intended audience can readily understand
and use because that writing is clear, concise and well-organized. Review your content and ask yourself; does
this copy resonate quickly with its intended audience? Before the Plain Writing Act, federal
employees tended to write with their bosses and agency lawyers in mind, not the
public. Is your content winning
marketing awards and praise from your peers, but not actually growing
revenue? It’s just something to consider.